Millennial Social Networking Behavior from a Uses and Gratifications Perspective

This study examined user motivations for using Facebook, Instagram, Pinterest, and Twitter, the most popular social networking sites (SNS) among Millennial Consumers (MCs), by applying a traditional mixed-method approach following the Uses and Gratifications (U&G) framework. In the first phase of the study, using a qualitative questionnaire, a preliminary list of descriptive terms was collected from 95 college students. From the list, an item analysis extracted 18 common motivations and various unique SNS platform motivations, which served as the basis for the item generation in the second phase of the study. In the second phase, a quantitative online survey method (i.e., Qualtrix) was used to capture data among a sample of active millennial SNS users (N=304). The SNS users were recruited using three popular fashion and lifestyle blogs during the fall of 2014.;Motivation data were analyzed both within and across SNS platforms among the millennial sample respondents. Principal axis factoring (PAF) with a varimax rotation revealed a collective total of 17 motivation factors within the platforms including five factors for Facebook, three factors for Instagram, five factors for Pinterest, and four factors for Twitter. Internal consistency of items within factors with three or more items was analyzed using Cronbach's coefficient alpha. For factors with less than three items, Spearman's Rho was used to evaluate internal consistency. Linear regression was used to investigate the relative importance of motivations within each SNS platform. For each platform, a dummy variable was created for the factors identified within platforms. Findings suggested unique motivations for using SNS platforms. Within Facebook, 'Viewing & Posting Pictures,' 'Seeking Entertainment,' and 'Connecting with Family & Friends' were the most important motivators. Within Instagram, 'Viewing & Posting Pictures and Seeking Entertainment' was the most important motivator. Within Pinterest, 'Finding Creativity,' a motivation unique to the platform, was the most important. Motivations for using the Twitter platform did not emerge in the analysis.;Motivation factors with comparable structures were also evaluated for differences across the four SNS platforms. Four common factors were identified (i.e., 'Fashion,' 'Connection,' 'Following,' and 'Pictures') which loaded across three or more platforms, while a fifth factor (i.e., 'Entertainment') loaded similarly upon two platforms. To contrast like factor structures, motivation factor means were tested for differences using one-way analysis of variance (ANOVA) for groups of three or more and t-tests for pairs. The 'Fashion' factor indicated the most importance among Pinterest and Instagram users; the 'Connection' factor indicated the most importance among Facebook and Instagram users; the 'Following' factor indicated the most importance among Pinterest users, followed by Instagram, followed by Facebook; the 'Pictures' factor indicated the most importance among Instagram and Facebook users; and the 'Entertainment' factor showed similar importance among Instagram and Facebook users. The study results suggest a number of implications for the textile and apparel industry. From a theoretical standpoint, the research expands empirical inquiry into a broad range of popular SNS and offers insight into the different motivations for using these SNS among the important MC generation.